A STUDY OF CUSTOMER LOYALTY TOWARDS HAND-SANITIZER BRANDS IN THE REGION OF MUMBAI
Keywords:
Brand Loyalty, Hand SanitizersAbstract
Hand sanitizer as a category did not gain as much traction until the outbreak of a global health emergency in the form of COVID- 19 (Coronavirus Disease-2019). The emergence of the COVID-19 pandemic has been a significant global public health concern and led to extensive use of hand disinfectants given its contagious nature. Hence the demand for hygiene products especially hand sanitizer products have surpassed the expected demand. This study gives a brief understanding of how customers perceive brands in the hand sanitizer category and the extent to which they showcase brand loyalty for such low involvement product category. The purpose of the study is to understand customers’ brand loyalty towards hand sanitizer brands based on which marketers can take decisions regarding building loyalty for their hand sanitizer brands and look for potential areas of improvement which will eventually help in maintaining their market share looking at the new entrants and regional players who are having their existence in this category. Marketers would also understand how far strong brands play a role in influencing customers to stay loyal to specific brands in the hand sanitizer category. This would also benefit a new entrant in assessing the market potential for their product launch and understanding the impact a brand can create in the minds of customers for such low involvement category.
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Copyright (c) 2023 Mangesh Kasbekar, Vrushali Bugde (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
